I see Amazon and Apple's model as actually selling you something. Amazon mines your information so they can sell you something you might want. Similar to iTunes, where they give you a list of stuff others with similar taste, bought.
Google and Facebook on the other hand are mining your information which they use to generate revenue from a 3rd party (advertisers). They don't actually sell your information, because that is their source of all future revenue. They find...

I recall a documentary based on the Tom Peters book, 'In Search of Excellence', and there was a segment on Apple just after the Macintosh was introduced. It's probably on YouTube. Worth seeing. Same narrator as this one.